A notoriously eclectic and hard to define group, young people move in many different tribes and are generally fiercely protective of their sense of individuality, even if it is a collective individuality. Yet no matter which tribe they associate with there are many common attributes and attitudes linking them all together.
Whether it is their mutual love of socialising with their friends, their attention to their image or their dedication to music whatever the style, similar interests and behaviours cross the tribal divides. Tapping into these commonalities is essential for brands wishing to talk to and engage young Britain.
One such attribute brands can capitalise on through Outdoor advertising is engaging young people in the environment where they spend most of their time; the space between home and school or work, and the fact that this youth audience is 41% more likely to ‘enjoy looking at posters when travelling’ represents a unique opportunity for advertisers Britain On The Move.
They are highly mobile and generally spend more time out of home than any other social group. The Mobile Pound shows that heavily mobile people are 32% more likely to feel influenced by advertising on their way out to the shops. Combine this with their diverse interests, and consumption of media dependent on which tribe they belong to, and you have an extremely hard audience to reach audience through traditional media channels.
Another common attribute that crosses tribal lines is the huge level of importance placed on brand recommendation and approval from peers. The chance to engage and influence young people as a group provides a unique opportunity for advertisers to tap into this. Outdoor advertising gives brands the opportunity for this shared viewing reaching young people when they are out and about together.
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